AI Development
AI as the delivery layer. A multi-agent fleet, HAL, and this site, built in a day.
FLEETSHIPPING SPEED
SCORE: 1 SITE / 1 DAY
DESIGN · CODE · SHIP
ShuHQ. Shu, Digital Architect.
The systems behind the brands. Designed, coded, shipped.
WhoIs Shu...
I design and build the systems that make businesses work online.
Digital Architect and GM at Bay38. Twenty-five years from shop floors to server racks: retail management, then a decade deep in eCommerce, B2B portals, and platform builds. Now I run a business by day and a fleet of AI agents around the clock.
I use AI as my development layer. I bring the architecture, the direction, and the quality control. Quality over speed, built right first time.
NOW PLAYING: BAY38 · CO-OP WITH NATHAN TAYLOR · NEW LEVEL LOADING
25+
Years Commerce
10+
Years Digital
UK
West Mids
BUILT · SHIPPED · RUNNING
TheWork...
Project Management
Departments built from scratch, teams trained from zero, delivery answering to Directors.
TEAMS BUILTDIRECTOR-PROOF
SCORE: FROM ZERO
eCommerce & B2B
36,000+ sales at 100% feedback. Portals and catalogues pushed past factory settings for national distributors.
VOLUMEFEEDBACK
SCORE: 36,000+ SOLD
Retail Operations
Thirteen years of high-volume stores. Top 10 of 300+, full P&L.
RANKYEARS ON THE FLOOR
SCORE: TOP 10 / 300
Consultancy
Digital direction, straight answers. Audits, roadmaps, and platform decisions scoped right first time.
STRAIGHT ANSWERSWAFFLE
SCORE: RIGHT FIRST TIME
Systems & Automation
Real-time trackers, automated reporting, and tools teams actually live in.
UPTIMESPREADSHEETS RETIRED
SCORE: DAILY DRIVERS
Digital Marketing & SEO
SEO, PPC and feeds. 50,000+ customers, 150% growth in three years.
REACHGROWTH
SCORE: 50,000+ CUSTOMERS
Game Dev
Retro arcade games aimed at Steam. Hand-drawn art, CRT scanlines.
PIXELSNOSTALGIA
SCORE: INSERT COIN
WORKED WITH · BUILT FOR · RAN
Brands Worked WithNew & Old...
NO ALGORITHM PICKS
OffThe Clock...
PC Tech
Rigs built by hand, tuned past sensible. The daily driver runs an RTX 5080 and a fleet of AI agents.
Retro Gaming
30 emulated platforms, Amiga to Neo Geo. The 8-bit wars never ended, they just moved house.
Record Shelf
250+ artists. Grunge backbone, Patton deep cuts, psybient for the late shifts. Desert island album: Mother Love Bone, Apple.
Vintage BMWs
The E46 era never ended either. There is a folder with 48 photos of one car and no regrets.
Retro Collecting
Hardware, boxes, manuals, documentaries about all three. If it beeped in the 90s, it belongs here.
Making Noise
Synths and sequencers, 30+ projects deep in Reason. The output's hidden on this page. Keep your ears open.
